294: Sell Both High and Low Ticket, Put Out Tons of Touches (Content Marketing), and Choose Course-Correction Over Perfectionism

Robert Plank 0:00 Robert Plank Show episode 294, sell both high and low ticket. Put out tons of touches content marketing, and choose course correction over perfectionism. You need to be selling things both high and low tickets. So at the time that we're putting this out, we just launched a course called video sales tactics.com and this is a pretty low ticket course, right? We started at $7 and we do the thing called a dime sell, which means that every sale you make, it bumps up the price by a penny or two. Maybe I can't remember exactly, start at $7 move it up to $17 and the reason we do that is because price doesn't matter that much. A lot of marketers will kind of obsess over the price, or they they put all their our energy and think I'm gonna have something really high price, really low price, and they don't give a lot of thought into what's their offer, their package or problem it solves is anyone asking for a solution to this problem, all that kind of stuff. And so it kind of just frustrates me when people will use price as a reason to hold themselves back, and a reason to to not put stuff out there, not take some action, and so along the lines of price, so we have what one of our favorite courses is, membership cube. Calm. This is a membership site course that contain that includes, you know, membership training and plugin and stuff like that, and it's $997 and then there's a payment plan. The offers close at the moment, but there's a payment plan where, I think it's like $47 every two weeks for 24 payments. And when we put this out, people were kind of frustrated. They said, Oh, you guys have sold out. How dare you evil marketers sell something for 1000 bucks. But they acted as if, as if, I just deleted all my other products, right? And so I sell a lot of different things, and we sell things at different price points. So if you want to buy just one single plug in, you can buy our WP input plug in for $7 you can buy our paper template plug in for $7 and it only has a few features. And sometimes people complain. They say, Well, I paid $7 it's missing all this. Well, if you want the other stuff, you can pay the full $47 No one's forcing you to buy that, and your decision is and like, you know, my feedback is based on Did you buy or not, and then I'll adjust from that. But if one person is complaining, I'm not going to put a lot of a lot of thought into that, because, I mean, some people just like to complain, right? Some people are just negative. You don't need negative people to weigh you down. So if you, if we're ever stressing about price, or someone else is kind of geeking out with you about price, the price doesn't matter that much, just because we have this offer, and there's so much stuff in here that 997 is worth it, and you should have something that's $1,000 I think that in whatever your product line is, whatever your funnel is, have something that's $997 and now, if that includes all of your products, or, like, 10 products, or a big course, or something like that, have something that's high ticket, just to kind of get that prestige. And if someone has the money, if someone's willing you to give you money, why stand in their way? Right? And for a long time, I was building a list, building a list, and I wasn't maxing out that list to its full potential, because anything I would put out there as a product, the whole list would buy put out something for 20 bucks. Whole list would buy 50 bucks. Whole list would buy 100 bucks. Whole list or buy it. There wasn't that price resistance. And so once you get a thing called price resistance, which means that you put out an offer and only a few people buy, but you market it again, you get another wave of buyers. You come out with a different angle. Do a Facebook Live Stream, do a webinar, you get more people, more like sort of subgroups of people buying it. That's more what you want, because now you know that you're using your list for the most potential, and then now it sort of opens up the door for maybe live streaming every day if you feel like it, right? Maybe doing a webinar once a week if you feel like it, maybe sending out an email every day if you feel like it, but just sort of getting yourself ramped up to be out there more and talk to people more. And that has a bunch of things that gets you used to, you know, marketing all the time that kind of works the muscle for you. And I guess people just realizing who you are. And so another kind of breakthrough that I, I got over this year was putting out lots of content. So I have a, I have a blog at Robert plank.com I've had this blog for nine years, and I used to post to it once a month. Why? Because I had comments open on this. So I'd have this and I'd be like it say, like, zero comments or one comment. And I, and this was back, you know, before Facebook really caught on a bunch and so I, I saw myself, I needed to have a bunch of comments, right? I needed to have at least 10 comments. And if I had 10 comments, I could reply to each one and have 20 comments under each post on my blog and and I didn't just want to have it just sitting there with zero comments. Well, you know what happened? It became harder and harder to get comments, because people would rather like and share things on Facebook and not stuff like that. So I just switched the comments off. Why is there any certain reason why that is you. Know, because I just felt like it. I didn't feel like having an email to my a blog post two or three times just to get some traffic. I want to just post the blog, leave it as it is, and move on to other more important things. So I closed the comments, and then now I'm able to just post every day. I post five days a week, and I don't think I've even missed a day since August. I keep posting this blog, and there's a bunch of sort of time hacks for that, as far as like, doing a bunch of interviews at once, doing a bunch of production at once, getting a bunch of stuff scheduled at once, that way you don't have to switch gears to this every single day. But anyway, long story long. We put out this video sales tactics, course, and by the time you watch the replay of this live stream, I'm going to check comments real quick as we're doing this, but by the time you check the replay of this live stream, this offer might be close or close to being closed, but at the moment, it is at $12.96 so, so here's the question, here's what people always worry About. People say, Well, if I sell something for $12 is it gonna hurt my brand? Like, shouldn't I be like, the Mercedes or the Rolls Royce, and now I'm selling a Hyundai? Should I be doing that? Well, you know what? You can do, whatever the heck that you want. It's your business. And I don't think that there's a real problem with selling stuff for $12 as long as that's not all you do, as long as you have at least a high ticket product on the high end, 1000 bucks, and then something that's, I don't know, $10 if $50 is low for you, but have something on the high end and on the low end at least. And so the next thing about that is, like, people always think, Oh, I'm gonna sell something for, you know, $10 like I'm used to buying then I'll give them a thing for $1,000 it doesn't work that way, but the good news is that if you sell something for $10 that's a way of building your list built. People always look at building a list like, Well, I'm gonna put up a landing page. I'll give away something for free. And that's it's an okay to way to build a big list of a lot of tire kickers, but you don't have any guarantee that people actually are willing to sort of pay money for a certain thing. You don't know if they trust you enough, and it's like you kind of start off the relationship sort of in the friend zone. So the only way I really know how to build a list is to put out something low ticket, get a bunch of traffic to it, get people buying. And even if someone only paid me $5 $10 that's way better than a free subscriber. And a lot of people just sort of look down on that. People look down on you selling $10 stuff. And I'm thinking, you know, get me a list of buyers. I'll I'll walk them up later. I'll get them buying more expensive stuff later. But give me that list of buyers. So a lot of people just missed out on this really small fact. But it's the most important thing in marketing that you have to build that list. Like people always think that, well, I can just, you know, make a, make a sales letter like this, right? Make a product like this. And, you know, maybe I'll spend two months on the sales letter, two months on the product, and I'll, I'll make it really, absolutely perfect. Here's the problem, though, is if no one actually buys and sees it. What's the point of you putting all that effort into stuff, right? And that's not saying you should, like, cut a bunch of corners, but think about that, if no one actually sees it and no one takes action on it, then is it still worth doing? And so people always say, like, Well, I'm gonna price low ticket. I'm gonna make it $1 I'm gonna make it free. That way, everyone will get it and they'll love it. The problem, though, with dollar stuff and free stuff is that people like to collect and and by collect, I mean they like to just store everything in a special folder. So give away something for free, that's okay too, but don't give too much away for free, because they'll just kind of file away all your stuff and not even read it. So so think about that. So have something that's low ticket. So here's the other thing about, okay, so we said that building the list is the most important thing, right? Because a lot of people spend all their time on the product and the content, and then no one's there to see it. So build a list. And even if you, if you keep building a list a bunch, you don't have to have that many offers, right? You can just send them to to whatever. And the other thing too is that people forget that your list is Oh, is constantly decaying. So every time I've looked at it, it's about every day I lose about 1% of my list. People unsubscribe, the emails bounce. They go out of business, whatever, every day 1% goes away. And so if you let too many of those days stack up. Without rebuilding the list, list is going to kind of wither away, and even the people left aren't going to be as responsive as they once were. So what's the answer? Keep building the list. Keep marketing the stuff you have out there. Do some Facebook live streams, video sales tactics.com. Run put a little bit of money into Facebook ads. Just kind of mess around with that a little bit. And then another thing too, is so we said that you build a list. People are going to drop off your list, but they might stay on your list and kind of get cold because maybe they just haven't, you know, paid you money for in a while. And so here's sort of the answer for that. Give them something low ticket to get them buying again. So that's. Kind of attitude I have a lot of times is if I put this out. And the reason why we put this course out honestly, I mean, common sense says we should have put this out for 100 bucks. For 200 bucks. I'm not just being like Mr. Eagle about but this is a course on how to live stream with Facebook. So we made this super low ticket, and there's been a couple of people emailing, and I even, uh, copy and pasted and emailed one of their messages out to the whole list. But basically, some people look at this and they say, Well, this is only $12 it can't be that good, can it so? So a lot of us marketers are so worried about our about, uh, well, will people love it or not? Let me make it cheap that way, people will buy anyway. But have you ever thought that maybe you're too cheap and people aren't buying from you because they say $12 for a bunch of videos on Facebook? It can't be very good. So people might not be buying because it's too cheap. But what I'm trying to do here is to be sort of shocking and wake people up and get people paying attention who haven't paid attention in a while, and get those buying juices flowing. Because, like we said, somebody might have bought $1,000 course from you a couple years ago, but then they haven't bought anything since. So get them to buy something else. Get them to just buy a little thing. And then now they're kind of back in that buying mode. Then they can see, oh yeah, it's been a while since they bought from this Robert Plank. Dude. Thanks, Mr. Ken tune for the like. So Ken might have said, haven't bought from Robert Plank in a few months now that I bought a low ticket thing from him again. Oh yeah. I forgot what this was like. I forgot what this magical feeling was like. And we all have it, right? We all have that magical feeling when we go to the web page, we say, oh, buy now a click, Oh, yeah. And then you go and you do the checkout process. You say, yeah, it's green, it's shopping cart. Check out your checkout. You get this shiny new course that's in front of you. Anything is possible. Wouldn't you like to have that feeling again? Well, if you want that, then go to video sales tactics.com and click on the nice, big, yellow Buy Now button, and then it'll take you to a page where you can click the beautiful green Checkout button, right? You're going from, it's almost like a stoplight, right? You're going from the danger zone to the green zone. And so that's a great that's what I like to think about in those terms. It's shocking, and it gets the buying juices flowing again. So don't stress out so much, and don't, don't just, I don't know, don't, don't let yourself get so discouraged, because it's fun, kind of geeking out about these numbers, saying I ran some Facebook ads. Let me see all that's sort of interesting. A lot of the viewers were elderly women from Florida, for whatever reason. Or you can have this, this kind of funnel going and if I log in at video sales tactics, calm. Basically, we have the course here, and then we have this Video Power Pack kind of thing. And if I play this video, here's my, uh, my sales pitch for it. And this is a upsell, a bonus on how to make DVDs, how to do whiteboard videos. And so what I can just do here is I can grant myself access to this other level here, and then at about two clicks, I just did, I granted myself access, and now I've unlocked this explainer video thing, this live streaming thing. I can click on this and I can view this, you zoom out a little bit, we can view this training on how to make those sort of cartoon explainer videos and things like that, right? And then here's a case study where I go ahead and I make an explainer video from scratch. And so just think to yourself about about courses you bought in the past, and how exciting it was to see something new and saying, like, Oh man, I'm seeing like, this come together. Like, I can't wait to make this for myself. So think about that, and think about just geeking out, because I've sort of geeked out a little bit and said I'm gonna have, we're gonna have these different offers, these different upsells. Let me see how this is converting, how that's converting. And it's a lot of fun just to kind of see it all come together. And so speaking of seeing it all come together, it might speak because I'm a computer geek, but I really like just having things rocking and rolling and having more or less a tidal wave of stuff that I couldn't stop even if I wanted to. And so earlier today, I know we're going off on a lot of tangents, but I'm just kind of catching you up on what's happened with Robert Plank last couple days. This morning, I recorded these two interviews, right? Gabe Arnold and Adam hogey. And so this was interview number 293 and so it's awesome to look back and say, Whoa. Look at all my stuff. And maybe you've done that or thought about that. Maybe look back at all your Kindle books, all your blog posts, all your podcasts, all your emails, whatever. And just, it's cool to look back at how far you've come and even how much stuff you have in the pipeline, how much stuff that you just have, like queued up in the otter responder launches, coming out, sales there's already made all that stuff. Just think about how much fun it is to kind of geek out on on some of those things. And so. Um, you know, it's, I think it's also important to to have a steady supply of, just like, some self help stuff coming in. So like, if you want, like, listen to, like, Tony Robbins or anything like that. And I've been, I've been going on a lot more walks lately. Like, I used to walk maybe four or five times a day, for a while it was down to maybe twice a day. And by walking in like, 30 minutes to an hour, right? I used to walk like twice a day, and then now I'm sort of back up to maybe four times a day. And I go through, I walk through like fields around here. I go through like, different sorts of areas. There's like canals near me too. There's parks, so there's lots of, sort of just wide open space to kind of think about, okay, well, what am I doing? What's the next thing. And so I've been sometimes I'll listen, let's be honest, like I'll kind of have my phone, I'll listen to maybe, like one podcast when I'm on a walk, maybe like 10 minutes of an audio book, just little bits at a time. And I've been listening to some Napoleon Hill stuff. And there was a thing, it's called, like, the the master key to riches. And it's super old timey, super cheesy. That's okay, though. And there was a story in there about the guy whose last name is Chrysler. I can't remember his first name, but there's something like this guy Chrysler. He saved up like $4,000 in old timey money, and it was like his life savings was $4,000 and he put it all into buying, like a Model T Ford car. And he just spent all day, all night, taking apart the Model T Ford car, putting it back together, taking it apart, putting them back together. And his friend thought he was crazy, like, what are you? What are you doing? You're taking them apart this car. You just going in circles. And it turns out that the reason why he did all that was to, well, number one, figure out how the car worked and know it inside and out. But number two, by just having his hands on it, and by working this so much, he figured out how he would make a better car. And so think about that. Is your first membership site might suck, your first live stream might suck all that. But then the more you do it, and you can kind of see your process, and you can see how other people do it, you can sort of pick up on improvements you can make that you never would have picked up on if you were just studying, right? And so go the extra mile, and it's okay to look homemade and authentic, as long as that. I mean, because you need to pump out a bunch of stuff, like, I mean, look where I'm at, right? I should have put a poster on the wall. I'm wearing a t shirt, wearing a goofy headset. I have some lights, but they're not like, the the I don't have it set up, like, exactly right? I don't have like, a fancy microphone hanging down. And you know what, if I let myself get bogged down with all that stuff, with all those moving parts, all that stuff to plug in, I I wouldn't do as much stuff as I am. So it's okay to look homemade and authentic, but don't slow down. And so, you know, it's okay to put out tons and tons of podcasts or tons of blog posts, or launch a bunch of products. Don't let anyone else tell you any different. And because it frustrates me, because I hear people saying, well, I was gonna launch in two weeks, but I thought about this, I make it in, you know, two months from now. Or they say, Well, I've been emailing too much. I'm gonna take three months off from emailing. I'm thinking, why are you taking off? Because you're not going to get the time back. So put a bunch of stuff out there. And so like I said, I I used to have comments I can use to have comments open on this, this, this, I close comments. That way I can pump things out. And my thought lately has been sort of like a menu in a restaurant, right? You go to a restaurant and they have all kinds of stuff, right? There's pages and pages of stuff in the in the menu, you're not going to order each and everything. And not only that, but even if you revisited that restaurant, there's no way you ever would eat every single thing on the restaurant that so. So I was worried that people might be subscribed to the Robert Plank show and the listen to Steve all Sure, Kathy Gruber, Rocco, and they'll get they'll fall behinds, and then next thing you know, all of these are queued up on their their podcast program, and they never pick it back up. And you know what? I do that with a lot of other podcasters too. I'll tune in every now and then, and I'll fall behind and I'll forget. But you know what I noticed in the long term, if a podcaster or a blogger or a marketer, if they stop emailing me, or they stop live streaming or whatever, I'm guaranteed to drop off. If they only live stream once a month or once a year even, I'm probably gonna miss their live stream now, if they live stream once every single day, like Grant Cardone is one of the coolest people, he live streams like multiple times a day. Well, then I might miss a day or two, but I'll always get, always pick back up, right? And likewise with the podcast. I mean, let's say this happens where you start listening, and a few of them get, get piled up, and I don't listen to them. What's gonna happen? Well, I'll probably just let these episodes go by the wayside, and maybe a few weeks later, I'll pick it back up around here, and I'll listen to a few more, and then I'll stop, and they'll get piled up, and I'll drop off for a while, but in the long term, I keep coming back. I've just noticed that with all these marketers, if they put out just like too much content for me to keep up with, that's okay. I'll still drop off, but I'll keep coming back. So sort of an interesting. Observation there. And not everyone. One person doesn't have to read all of your blog posts or watch all your live streams in the same way. When you go to a restaurant, you don't eat every single thing on the menu at once. So it's okay if they just kind of pick it up wherever they're at. And you know what to sort of getting a little off topic here, but, but you know Grant Cardone are not correct, or donut Tony Robbins and Tim Ferriss and all these guys, they have interview shows. They'll have people on live streams to interview. They'll have you on the podcast interview. Even people at that high level are still having guests on that are at an even higher level or have better mastery in certain areas. So if Tony Robbins is still having guests on a show, then you can as well, right? And whether that means podcasting, live streaming, or some combination of that, and you know what to probably shouldn't say this, but I'm live streaming on Facebook, and I'm also recording this, and we're gonna put it on a podcast, and that'll come out, I think maybe in a in a month or now, because I'm pretty far ahead on the podcast, but I'm far ahead. Is that a reason to slow down? Heck, no, I want to be even further ahead on the podcast than am now, and so keep putting stuff out there and don't let the the fear or the worry about what anyone else thinks kind of get you down, because there's a thing called the mirror. I learned this from Mr. Lance thomashiru. The Mirror basically means that if someone criticizes you for not talking goodly, not talking the correct way. If someone criticizes you because maybe they say Your face looks super fat, or, you know, maybe your eyes shift too much, or I think I might have some sun on me or something, or maybe the headset looks goofy, but either way, if someone criticizes you about something, usually they're criticizing you about that thing because they themselves are insecure about that thing, and that's all they're seeing when they see you, they see they choose one thing they don't like about you, and that's actually the thing that they don't like about themselves, but they're not willing to admit it. So it's sort of interesting, right? At least, that's what I think. And so if someone criticizes you about something they're insecure about that themselves. So if you're worried that you're gonna do a live stream and someone will say all you came across too cheesy, well then that person, the real secret is that that person, they themselves, are worried about being too cheesy. So keep putting stuff out there, and the only way you're gonna course correct and know if something's working or not, is to put out dozens or hundreds of live streams, podcasts, episodes, webinars, emails, whatever. Put out all these things, and then you can look back and decide what you did or didn't like about them. Or, even more importantly, you put out stuff and you say, Well, did this get a lot of engagement on Facebook? Did this get a lot of clicks to my website? Did this make a bunch of sales? Well, if so, do more of that, do less of what's not working. And let's think about in terms of like, what can you repeat? Don't just make one Facebook Live Stream and stop, repeat it over and over and see how you like it. Get better at it, get more results from it. And think in terms of like, checklists and templates. So when, in our video sales tactics, course, when we have your live stream, we say, open up the program that'll live stream for you, go to this web page and click this, turn on your headset, and all that kind of stuff. So that way you can get better and better at and I've noticed too, that when I record a Facebook live stream or a podcast, I'll do a thing called three by three. And what that means is all think of three talking points, and then I'll just sort of break down three sub talking points, and that gives me a meaty podcast or Facebook Live Stream every single time, just by having all those different talking points. So you need to start somewhere, and don't let anyone talk you out of doing something, or at least trying something for a while. Don't let anyone sort of make fun of you, making a blog, making a podcast, making a Facebook Live Stream. Don't get concerned if you only see one or two people on their live because it's not 500 because how else are you gonna get to 500 live viewers or a million listeners a month on a podcast? You have to sort of get you have to work your way up, right? So don't just give up before you start just because you're not a super duper multi millionaire, be aware, but still optimistic. So we don't want to just keep doing Facebook Live streams for the heck of it, or podcast for the heck of it. We want to talk about what people are asking about, and we want to solve some real problems and all that good stuff and send people to offers. So don't just kind of get on there and battle about, babble about whatever. But also, don't be so scared that you can't do a Facebook Live stream. And as you said, I mean, I'm doing it with my goofy headset. I can show my screen, so that way I don't have to, you know, have my my mug on camera all the time. I can even play back a video. Do I have anything queued up? Um, I think I might have moved it. Let me see if, well, oh, I don't know. Now, now my screens totally black. All right, so you might have to sign off on this, on this show, because no matter, oh, I think it was loading a video. All right, there we go. It just took a second to get it going. Yeah. So, I mean, yeah, we can have ourselves live. We can have ourselves on a recording. We can show our desktop. We can have ourselves on camera and the place to discover how to do all those things. Once again, we are in the final hours of our launch for video sales tactics at the time we're recording this. So the place to go right now is at video sales tactics.com this is the course we show you how to record a Facebook Live Stream, how to stream a Facebook Live Stream, how to show your face, how to show your desktop, how to play back a video, how to even do a Skype interview. I don't have that set up at the moment right now, but you can do all those cool things on Facebook Live. This is the future. This is what Facebook is rewarding right now. And Facebook is the number one site, most high traffic site. They have the most information about people. And so it's worth it for you to pursue this and at least do a few minutes a week or a few minutes a day. You can do just a five minute quick live stream. You can ask questions, whatever you want, but the most important thing is that you start somewhere. So video sales tactics.com, is the place to discover all about Facebook live streaming. Get it going fast and easy. So I look forward to seeing you in there in video sales tactics.com Robert Plank video sales tactics.com thanks and bye now, please subscribe, rate and review our show at Robert plank.com/itunes and like us on Facebook at Robert Plank show.com you.